Many people start their social media initiatives by putting up a Facebook and a Twitter and saying things like, "Happy Monday and buy our stuff." And then wonder where the ROI is.
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Many people start their social media initiatives by putting up a Facebook and a Twitter and saying things like, "Happy Monday and buy our stuff." And then wonder where the ROI is.

In my consulting with companies over the past 12 years in digital and social media, I found that there isn't much structure around how to approach social media - not enough information on how to do more of the right things, benchmark where the company is and figure out -- from best practices -- what those next steps are...

This presentation looks at 7 Steps to FastTrack Your Social Media and Digital Communication Programs. It's what I use not only in my consulting but also what I teach at The Summer Institute for Center for Media, Entertainment and Sports at UCLA Anderson as well as at UCLA Extension.

I think you find some great practical and strategic tips that will get your further along in your initiatives so you can justify your program and get the budget you need and the resources! Social Media is not free. It does have a very high ROI... but you have to know how to use it to get the ROI...

4.
4
What Clients are asking me is… How do I Create Powerful
Customer Experiences & Get Social Media ROI?
How do I take my social media and
digital marketing to the next level?
• Do more of the right things
• Put structure around what is unstructured
• Benchmark “As Is”
• Create a strategy and plan
• Track the progress
• Gather the right metrics
• Get an ROI….

5.
WE HEAR ALL THE HYPE THAT SOCIAL IS GOOD AT
INCREASING LOYALTY, ADVOCACY AND REFERRALS.
But many of the brands I work with are disappointed in their
results
After working with brands, I realized there need to be a way to…
• Get real, accelerated business results from social
• Reduce the politics and get consensus on best next steps
• Make smarter decisions and align your team with goals

24.
And because customers:
- Feel heard and
- Are getting what they need….
- Remember the customer from Corinthia ?
- For the next three days, he was tweeting all about the hotels
- Became a loyal advocate
- Talked about how much he liked the:
- Management
- Customer service and
- The different hotels….
Chalk it up to the “Witness” factor“People believe people like themselves 78% more than advertisers…”
Source: Nielsen, Edelman…

26.
I help companies calculate the ROI
of things they thought were too squishy or couldn’t be calculated
ROI of Human
Capital
Innovation
Social Media…
With Dynamic
ROI Visualizer
Calculators
&
Dashboards…

28.
THE GOAL OF THIS STEP IS TO…
28
…organically drive word-of-mouth
where the customer genuinely and authentically
becomes the voice of the brand
and shares their own experiences
about how the service / customer experience
has changed their life
in their own words
which will result in organic
advocacy, referrals and loyalty as well as sales…
“Markets are Conversations”
- ClueTrain Manifesto

29.
YOU
CAN
REALLY
GET
PEOPLE
CONNECTED
&
Engaged
It
starts
with
a
brand
persona…
• 82% of Travelers trust recommendations from their
friend & family
• 74% of US Travelers have a Facebook profile
• 33% of Travelers reference social media as a main
source of travel ideas and inspiration
Source: 2013 Portrait of American Traveler’s Study

30.
When you stumble upon a good story, it will:
• move you deeply
• make you squirm
• wake you up
• make you want to share it with your best friend
• make you want to rally to the cause
Once the relationship is created,
it leads to purchases in authentic way--
unlike any other marketing technique.”
Top Creative Agencies Use Storytelling Content--
Social Media is a Storytelling Medium
—Neil White
President & CEO
BBDO Proximity

39.
Example: TrufflePig.com
39
To Trufflepig is to look. To dig. To unearth and to find.
They believe better travel is a result of digging deeper and connecting the right dots…
Their voice & content strategy: the real, the vernacular, the authentic and imaginative, the
pungent and confident, the clean and simple.

40.
Example: TrufflePig.com/the-sounder
= Online Magazine
40
The people who work there:
• Write their own content
• They take their own
pictures

41.
Example: TrufflePig.com Content Gets Media Coverage
41
• And customers love them
• Because they know their
trip was planned by
people
• Who who care as much
about your trip as you do

42.
Example: TrufflePig Uses Pinterest to show-off those
great pictures of amazing and unusual travel…
42
• And customers love them
• Because they know their
trip was planned by
people
• Who who care as much
about your trip as you do

71.
CUSTOMER EXPERIENCE ASSESSMENTS
• An objective assessment
• Recommendations
• Short & long term strategic
• Short & long term tactical plan
Determine where you are compared to best
practices & your competitors…
Social
Media
/
Customer
Experience
Capability
Report
You get…
Top
Brand